Build Your Career Presence With Social Media

Advice from career coach Cheryl Palmer, professional resume writer and founder of Call to Career. (Titled "Go Social" in the print edition.)

Why does social media matter?

Here's why: A study conducted by social media monitoring service Reppler in 2011 found that more than 90 percent of recruiters and hiring managers have visited candidates' profiles on social networks as part of the screening process—and 69 percent have rejected candidates based on content found.

What can people do to bolster career presence on social networks?

Complete your profile. Add work experience, a photo, and recommendations. According to a LinkedIn representative quoted in The Wall Street Journal, users with complete profiles are 40 times more likely to receive opportunities through the site than those with incomplete profiles.

Use keywords. Recruiters search for their ideal candidates by keywords, so if your profile is not peppered with the right ones, it will never see the light of day. Develop these keywords by thinking about what skill sets employers are looking for.

Highlight your accomplishments. Don't just list your duties. While your duties may overlap with someone who has a similar job title, your accomplishments can't be duplicated.

What advice do you have for someone who's never used social media?

Observe before participating. Every site has its own etiquette. To ensure that you don't come across as lacking social media savvy, watch how others are interacting on the site and then act accordingly.

Don't appear desperate. Don't spam fellow members you don't know and ask them for a job. Instead, build relationships first by participating in groups.

If you're looking for the next step in your association management career or seeking high-quality candidates to fill open positions, visit CareerHQ.org.